| dc.description.abstract | The rapid development of smartphones has resulted in the increasing use of
mobile devices to deliver advertisements for products and services. Mobile web and
mobile application has become a potential advertising channel. Many firms in Vietnam
have invested numerous resources in this field and a wise understanding of mobile
advertising is necessary to develop a successful mobile advertising strategy. Based on the
existing literature about attitudes toward mobile advertising, a questionnaire is
constructed to illustrate the factors affecting consumer attitudes toward advertisements on
mobile web and mobile application. Informativeness, Credibility, Entertainment,
Irritation and demographic characteristics are factors studied in this research. More than
two hundred people participated in this research by using convenience sampling method.
The findings of this study showed that although many consumers do not have good
feelings toward advertising, they cannot ignore the importance of mobile advertising. If
mobile advertisers can present credibility and entertainment in their advertisements,
consumers will be willing to see the ads and intent to buy products and services. The
results also indicated that demographic characteristics have somewhat relationships with
attitudes towards mobile advertising. Thus it is not good idea to use mobile advertising to
advertise for target segments that have extremely aversion of mobile advertising.
Keywords: Mobile marketing, Mobile advertising, Consumer behavior, attitudes,
entertainment, informative, irritation, credibility. | en_US |
